20% of the audience is gone in the first 10 seconds

20% of the audience clicks OFF a video in the first 10 seconds; 40% is gone at 1 minute and 60% has tuned out at the minute thirty mark.
I think this is a near fatal blow in recognizing audiences don’t even give many programs a chance before they’re clicked off. For corporate clients… for news producers… for any one who produces content this is a sad set of numbers produced by Benchmarking Viewer Abandonment in Online Video which “looked at how viewers watched and ultimately abandoned over 40 million unique video clips, which, in aggregate, have received nearly 7 billion views.”

Blink taught us people make judgments about one another in the first 3 seconds of a conversation, but even at 10 seconds this study gives me little reason for optimism. What does this say for our concentrations? What does this say for our quick-trigger response about what interests us, or what we want to give time to, invest ourselves in?
For clients who produce videos in the hope of delivering messages this will be positively frightening. For my students who flit about from story to story with little regard for depth or concentration, this just gives weight to their argument that if a piece isn’t interesting (quickly) they just wont watch it at all.

10 seconds is hardly justification for ignorance.